benchmark report
airline marketing
#AirNZFanClub AIR NEW ZEALAND Air New Zealand has set its creativity loose with a guerrilla marketing stunt, while having a bit of fun at the expense of the competition. The oppor tunity presented itself when Qantas CEO Alan Joyce and American Airlines CEO Doug Parker visited Wellington, NZ to announce a new par tnership service between Auckland and Los Angeles. At the time of the announcement, Joyce complimented Air New Zealand on its service excellence, describing it as “an extremely well run airline.” To express their gratitude, Air New Zealand ran a full page ad in the Sydney Morning Herald announcing that Joyce had been awarded a membership in Air New Zealand’s Airpoints loyalty program. Air New Zealand also created a video of the press conference, mash-up DEC 2015 ISSUE
repeating the moments when Joyce and Parker acknowledged Air New Zealand’s service excellence. Air New Zealand tweeted its press conference mash up with the remark: “AwShucks, Doug & Alan, you both made us blush… Happy to welcome you to the #AirNZFanClub #airlineautotune.” The airline also posted the video mashup on Instagram where, among the comments, Qantas replied: “So sweet you’re taking our #GreatMates friendship with @americanair so well! We’re smiling not blushing about our new LA to NZ services, book here AirNZ customers >> qantas.com ;-)” This continues friendly banter between the airlines after a bet for the World Cup Rugby final. Qantas crew members lost a bet when the All Blacks won, and had to wear All Blacks jerseys.
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